Marketing to the Customer Ws

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Marketing to the Customer Ws
Mark H. GoldsteinCEOLoyalty Lab
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About Loyalty Lab

• Leading on-demand relationship and retention
  marketing solution for leading brands.
• Offers a suite of integrated loyalty program
  management, email, and other applications
  designed to improve customer value quickly.
• Our 40 clients include

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The Elusive Customer

• Doesnt trust anyone
• Doesnt seem to look like everyone else

But..if your brand rocks

• She wants to love you
• She will be loyal to you

..given her reasons to do so
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The 5 Customer Ws

• Understanding all 5 Ws is the key to building a
  strong ongoing multi-channel relationship with
  your customers

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But its tough to get all five via more
traditional marketing practices
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What's Most Likely Way to Get All 5

• the winner is
• Currency-agnostic loyalty marketing provides the
  best mechanism and the context for gathering all
  5 Ws

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Loyalty-the customer-facing tip of the CRM Iceberg
Increase Cross-sell
Encourage Multi-channel Buying
Loyalty
CRM
Encourage WOM (word of mouth)
Identify Customers at all Touchpoints
Customer Direct Communications
(email, postcards, etc.)
Increase Email Click-thru and Open Rates
Increase Re-buy Rates
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What is Loyalty Marketing?

• Relationship marketing that focuses on retention
  through an emotional tug

The ability to drop breadcrumbs that lead your
customers through the forest
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Closed-Loop Loyalty Marketing
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Great Examples of Loyalty Marketing

• Neiman Marcus
• Chicos
• REI
• Hilton
• American Air
• AMEX

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The Who in Action

• Loyalty marketing lets you aggressively enroll
  and identify customers (Ill give you X if you
  give me Y)

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The What In Action
What do your customers what? The answer is,
besides everything free and returnable, is
everyone wants something different-no one size
fits all.

• Variety of whats lead to greater satisfaction
  level that feeds the bond
• points, tiers, games, clubs

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The Where In Action

• Promotions differ according to where/how you
  live

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The Why In Action

• Collect custom information that gets at the root
  of why customers behave the way they doand then
  use that information

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The Ws The When In Action
Reflect your brand, and your look and feel.
Personalized content that recognizes the customer
and fills in the appropriate best content, on the
fly.
Status feedback and up to the moment statistics
on their rewards.
Personalized special offers, automatically
selected for the particular customer, based on
rules you create.
Enhance with ancillary content, pulled from RSS
data sources, for greater contextual relevance.
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Build the Bond All 5 W-Ways

• Learn deeply who they are
• Give them really what they want
• Interact wherever they spend their time
• Learn why they do what they do
• Reach out mostly when it matters

Multi-channel Loyalty Marketing makes it possible
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Contact Us

• Contact memark_at_loyaltylab.com
• Booth 6148
• 415-659-8270